When it comes to greener packaging, "consumers get it," says Elin Raymond, President of The Sage Group, Inc. In late January, Raymond presented the results of a study on consumers' beliefs and behaviors surrounding sustainable packaging at the Michigan State University School of Packaging's second annual Packaging Executives Forum.
The study found that consumers consider the authenticity and integrity of green claims to be essential, and they recognize greenwashing. Raymond noted that in the shopper's "eco-perception," a consumer packaged goods company, its product, and its packaging are an integrated whole. "Green is an organizational cultural keystone, a key brand attribute," she said.
The study grouped respondents into four generational categories: "Millennials" (17 to 25 years old), "Gen Xers" (26 to 40), "Boomers" (41 to 55), and "Matures" (56+). Almost universally, Matures were the most eco-friendly group, while Millennials showed the least proclivity toward green behavior.
The study showed that 89.7% of Matures always recycle, followed by 69.6% of Gen Xers, 67.6% of Boomers, and 56.8% of Millennials. Matures were the most willing to pay more for eco-friendly packaged products (44.8%), and 75.9% of Matures said the eco-impact of packaging has a "big impact" on their buying decisions. The only group that said the eco-friendly nature of products has "somewhat of an impact" was Millennials, at 61.7%.
In the mind of the consumer, perception equals reality for packaged consumer goods, Raymond said. According to the study, consumers perceive the most eco-friendly packages and products to be glass containers, aluminum cans, products sold in bulk, "cardboard" packaging, paper grocery bags, concentrated liquids, and packaging made from recycled materials.
Respondents identified non eco-friendly packages as including "single-serve anything;" electronics and toy packaging; heavy, hard plastic-packaged items or bottles; anything not made from recycled materials; anything that can't be recycled; "overkill" packaging; most plastic water bottles; plastic foam; takeout containers; plastic can rings; and clamshell containers.
Sage concluded that consumers see sustainable packaging as being synonymous with recyclable materials. Therefore, "more education is needed," Raymond advised.
To appeal to each generation with the appropriate green marketing approach, Raymond mentioned 12 strategies. For the two youngest groups, companies must create an online life/friends for their brand. "Millennials and Gen Xers are always linked online," she said.
Among her suggestions for marketing to the 17- to 40-year-olds:
Respondents identified non eco-friendly packages as including "single-serve anything;" electronics and toy packaging; heavy, hard plastic-packaged items or bottles; anything not made from recycled materials; anything that can't be recycled; "overkill" packaging; most plastic water bottles; plastic foam; takeout containers; plastic can rings; and clamshell containers.
Sage concluded that consumers see sustainable packaging as being synonymous with recyclable materials. Therefore, "more education is needed," Raymond advised.
To appeal to each generation with the appropriate green marketing approach, Raymond mentioned 12 strategies. For the two youngest groups, companies must create an online life/friends for their brand. "Millennials and Gen Xers are always linked online," she said.
Among her suggestions for marketing to the 17- to 40-year-olds:
• Keep engaged via two-way social media. This includes hosting online contests, creating a Facebook company profile, and using Twitter to announce events, brand extensions, etc.
• Help them try your brand by providing free/discount coupons on Facebook, MySpace, and other Web sites.
• Integrate online and traditional marketing.
• Track what's said about your brand/product via YackTrack.com.
• Sponsor environmental or cause-related events in target geographic markets.
For Boomers and Matures, Raymond advised the following steps:
• Focus on brand/product environmental attributes and education.
• Use green-event marketing in target geo-markets.
• Ask for e-feedback on product/brand and reward input.
- By Anne Marie Mohan, Senior Editor, Packaging World
